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SUMMARY:ELA Member Meeting
DESCRIPTION:Sharing day to day activities, pain points, successes and challenges with 50 of your peers is the only way to really benchmark your programs. At this event, you’ll come away with new ideas and ways of working. We present a highly stimulating and relevant agenda with insights into your world of Loyalty and CRM. To conclude, an aperitif (or two) !\nIf you are currently employed by a brand or retailer and manage a loyalty or CRM program, book your ticket now! Participation is free for members of the European Loyalty Association who fall under this category. Partnerships and commercial / business development professionals who also work for a brand / retailer will be required to purchase a ticket, even if they are an ELA member.\nWe can’t wait to see you in Berlin!\nAgenda\n \n8:30 – Registration\n9:15 – Welcome note\n9:30 – Table introductions\n9:45 – Fix, Scrap or Evolve? Speaker:- Anuja Chauhan, Director Loyalty & Value Creation, zooplus\nAnuja has redesigned, rebuilt or outright rejected more loyalty schemes than most people have had hot dinners. From banking and aviation to retail and conglomerates, she’s seen it all — and she’s not here to coddle anyone. In this keynote, she explores why off-the-shelf solutions and templated strategies often fall short — and what brands should consider before ripping up or relaunching their programmes. Instead, she’ll walk you through the real work: understanding customer behaviour, patching up legacy systems with purpose, and knowing when to scale back instead of splashing out. Expect tough truths, practical insights, and takeaways you’ll actually use when you’re back at your desk. No fluff. Just what works.\n10:15 – Loyalty X Session: Loyalty Isn’t Rational: The Social Science Brands Ignore. Speaker – Eray Avcioglu, New Venture Hub, CRM & Loyalty Lead\nBrands love to believe that loyalty is built through rational decisions, great deals, and perfect customer journeys—but social science tells a different story. The truth? Customers don’t always think logically; they feel. This session dives into the emotional and psychological forces behind loyalty, revealing how brands can use social media not just to attract customers but to shape behaviour, create belonging, and drive real retention. Our speaker, from a leading German cosmetic brand, will share exclusive research and case studies on how brands can tap into human emotion, blend social data with CRM, and finally stop treating loyalty like a transactional formula. Is there a blueprint for making social media a loyalty powerhouse? Or is everything we thought about engagement just wrong? Let’s find out.\n10: 40 – Coffee break\n11: 15 – Continue Watching? How Zattoo leverages Braze to drive user retention. Speakers – Marissa Fuchs, GTM Lead DACH, Braze and Thomas Braemer, Team Lead Performance and Retention, Zattoo\nWith acquisition costs rising and attention spans shrinking, retention has become Zattoo’s true growth engine. In this practical, data-led keynote, you’ll hear how the team maps key moments in the user journey, analyses behavioural trends, and turns insight into action through rapid experimentation. From onboarding tweaks to reactivation nudges, Zattoo shares how they use Braze to put customer insight into motion—boosting engagement and driving sustainable growth.\n11: 45 – The CRM Blueprint: Turning Users into Lifelong Customers. Speaker – Ammar Qureshi, Director of CRM, Babbel\nGetting customers in the door is one thing — keeping them is another. Ammar, Director of CRM at Babbel, will reveal the blueprint behind Babbel’s CRM strategy, showing how they turn subscribers into active, long-term users. From key tactics to leveraging AI, he’ll break down what works, what doesn’t, and how to apply these lessons to any business. Expect insider insights, real-world examples, and a different perspective on what actually moves the needle.\n12:15 – Debate & Challenge\n12:45 – Lunch and networking\n14:00 – Loyalty essentials 101: Creating high-impact programs with ease. Speaker: Sylvain Thoméré, Solutions Consultant, Marigold\nAs promotional discounts continue to lose their edge, the demand for sustainable and profitable loyalty programs has never been greater. Join us for a thought-provoking discussion on why today’s consumers are shifting toward earned rewards and how brands can use these insights to foster lasting relationships. Discover how a personalised approach to loyalty can drive Customer Lifetime Value and enhance brand loyalty, with real-world examples like KFC’s successful program launch, which added 1 million members in just 30 days. Walk away with actionable strategies to strengthen customer connections in an ever-evolving retail landscape.\n14:30 – Keynote presentation. Speaker to be announced soon.\n15:00 – ELAbrations™ nominations\n15:20 – Coffee and networking\n16:00 – Keynote presentation. Speaker to be announced soon.\n16:30 – Loyalty X Session. Loyalty Programs: Cutting Through the Noise with UX Research. Speaker: David Bar-El, PhD, Senior UX Researcher\nIn an industry buzzing with terms like Web3, AI, and the Metaverse, how do we distinguish hype from what truly drives loyalty? In this keynote, David Bar-El, PhD, Senior UX Researcher, dismantles common assumptions and reveals what research uncovers about customer loyalty—both online and offline. Through real-world insights and UX exercise walkthrough, you’ll learn to question industry trends critically, anchor your loyalty strategies in authentic customer behavior, and step into the field to observe how users actually engage with your program across touchpoints.\n16:50 – Let’s Geek Out. – One hour round table ‘nerding’ on one topic: \n\nRetention vs. Loyalty: When and Why to Shift Focus\nAligning Local CRM Teams with Global Loyalty Strategy\nChallenging the Hidden Assumptions of Loyalty\nThe Silver Bullet that is CLV\nSeamless Omnichannel Experiences\n\n17:30 – Closing remarks\n17:45 – Networking drinks\n19:30 – Event close\n \nSpeakers\n \n\n\n\n\n\n\n\nAnuja Chauhan\nDirector of Loyalty and Value \nAnuja Chauhan is Director of Loyalty and Value Creation at Zooplus and a global loyalty leader with 15+ years of experience designing, launching, transforming, and scaling programs across Europe, Singapore, the Middle East, and India. She has led loyalty innovation at Zooplus, MediaMarktSaturn, Keppel Corporation, AIMIA, and Etihad Guest and, when needed, challenged loyalty solutions that didn’t serve real customer or business needs.\n\n\nHande Günes\nHead of CRM, Vitafy Brands\nHande is Head of CRM at Vitafy Brands, where she drives customer retention through data-led, strategic CRM initiatives for four D2C brands across global markets. With a cross-industry background in e-commerce, fintech, and insurance, she leads high-impact, customer-centric marketing and loyalty programs across multichannel ecosystems—shaping meaningful brand relationships and sustainable growth.\n\n\nAmmar Qureshi\nDirector of CRM\nBabbel\nCRM expert with 10+ years of experience in high growth subscription & non-subscription businesses across multiple industries. Proven track record in building and leading high-performance CRM teams, driving multimillion-euro CLV through periods of growth and transformation. Passionate about creating experiences that add value to the customers & the business by combining data, analytics, technology, and content. Have an affinity for having AI do its magic.\n\n\nEray Avcioglu\nCRM & Loyalty Lead\nNew Venture Hub\nEray Avcioglu excels in CRM, Marketing Automation, and Monetization, with a focus on optimizing customer journeys and engagement. He combines his extensive background in engineering and data science to lead strategic initiatives in various roles, notably as Senior CRM Manager at cosnova GmbH, driving customer loyalty and value.\n\n\nDavid Bar-El\nSenior UX Researcher\nDavid Bar-El, PhD in Learning Sciences, is a UX Researcher and Consumer Insights expert at adidas. He leads mixed-methods research to develop the adiClub loyalty program. As an insights resource, he challenges assumptions and champions consumer-centricity, driving improvements and confident business decisions.\n\n\nSylvain Thoméré\nSolutions Consultant, Marigold\nSylvain Thoméré is a highly respected Solutions Consultant at Marigold with a diverse career path. He started by supporting significant clients, such as Lacoste and Kingfisher (Castorama), and his hard work and dedication earned their trust. Over time, he was promoted to different positions, including Solutions Architect, Project Manager, and now Solutions Consultant. Sylvain’s expertise has been instrumental in implementing Marigold Loyalty solutions in Europe for Lacoste. His technical knowledge and understanding of retail objectives have been invaluable to the company’s success.\n\n\nThomas Braemer\nTeamlead Performance and Retention (CRM)\nThomas is an expert in customer engagement and retention marketing. He brings over a decade of experience to the field and is currently leading the Performance and Retention Marketing Team at Zattoo. Thomas possesses deep expertise in crafting and implementing strategies that enhance customer engagement and boost user retention. He is championing a data-driven and relentlessly user-centric approach to achieve continuous improvement and to find value where the needs of the business and users meet.\n\n\n\n\n\n\n\n \nSponsors and Supporters\n \n
URL:https://the-nala.com/events/ela-berlin-hub-event/
ORGANIZER;CN=European Loyalty Association:MAILTO:hello@the-ela.org
CATEGORIES:Events
LOCATION:Maritim Pro Arte Hotel
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